MAGISTER MANAJEMEN

UNIVERSITAS SRIWIJAYA
• MARKETING MANAGEMENT

• WEEK 3
• Review
• MAJOR FORCES (EXTERNAL MARK ENV)
• MARKETING RESEARCH
Muchsin S. Shahab, MBA, Ph.D.
 INTENSIVE GROWTH
Developing Strategies for Growth and Downsizing
Product/Market Expansion Grid Strategies

Market Market
penetration development

Product
Diversification
development
MARKETING ENVIRONMENT
• Marketing Environment is the combination of external
and internal factors and forces which affect the
company's ability to establish a relationship and serve its
customers.
• Internal
– Business functions
• External
– PEST
• SWOT ANALISIS
 MAJOR FORCES IN THE
ENVIRONMENTAL
Demographic
Population growth
Population age mix
Household pattern
Economic
Income Distribution
Political-legal Savings, Debt, and Credit

Technological Socio-Cultural

Natural
 SOCIAL-CULTURAL
ENVIRONMENT
Views of themselves (pleasure seekers)

Views of others (crime)

Views of organizations (no loyalty)

Views of society

Views of nature

Views of the universe

NATURAL ENVIRONMENT

Shortage of
raw materials

Increased
energy costs

Anti-pollution
pressures

Governmental
protections
 TECHNOLOGICAL
ENVIRONMENT
Pace of change

Opportunities
for innovation

Varying R&D
budgets

Increased regulation
of change
POLITICAL-LEGAL
ENVIRONMENT

Increase in
business legislation

Growth of special
interest groups
 INTERNAL

STRENGTHS WEAKNESSES
EXTERNAL

SO WO

OPPORTUNITIES

ST WT

THREATS
MARKETING RESEARCH
What is Marketing Research?
Marketing research is the systematic
design, collection, analysis, and reporting of
data and findings relevant to a specific
marketing situation facing the company.

Types of Marketing Research Firms

• Syndicated Services
• Custom
• Specialty line
TYPES OF RESEARCH
Exploratory
Untuk mengeksplorasi pertanyaan penelitian dan tidak
bermaksud untuk menawarkan solusi akhir dan konklusif
untuk masalah yang ada. Jenis penelitian ini biasanya
dilakukan untuk mempelajari masalah yang belum
didefinisikan secara jelas.

Descriptive

Causal
THE MARKETING RESEARCH PROCESS

Define the problem and objectives

Develop research plan

Collect information Make

decision
Analyze information

Present findings
STEP 1: DEFINE THE PROBLEM

• Define the problem

• How has the new packaging affected the sales of the new product?
• How do price and quality rate on consumers’ evaluation of products?
• What network system is best suited for Medica Pharmaceuticals?
• To what extent……….?
• Do /are……?
• Does /is………?
• Can………?

• Specify decision alternatives

• State research objectives
STEP 2: DEVELOP THE RESEARCH PLAN

Data Research
Sources Approach

Research Sampling
Instruments Plan

Contact
Methods
RESEARCH APPROACHES

Observation

Ethnographic

Focus Group

Survey

Behavioral Data

Experimentation
FOCUS GROUP IN SESSION
RESEARCH INSTRUMENTS

Questionnaires
Qualitative Measures
Technological Devices
 QUESTION TYPES—
DICHOTOMOUS

In arranging this trip, did you contact

American Airlines?
 Yes  No
 QUESTION TYPES—
MULTIPLE CHOICE
With whom are you traveling on this trip?
 No one
 Spouse
 Spouse and children
 Children only
 Business associates/friends/relatives
 An organized tour group
QUESTION TYPES—LIKERT
SCALE

Indicate your level of agreement with the

following statement: Small airlines generally give
better service than large ones.
 Strongly disagree
 Disagree
 Neither agree nor disagree
 Agree
 Strongly agree
 QUESTION TYPES—SEMANTIC
DIFFERENTIAL (BIPOLAR)
American Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned
QUESTION TYPES—IMPORTANCE SCALE

Airline food service is _____ to me.

 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important
QUESTION TYPES—RATING
SCALE
American Airlines’ food service is _____.
 Excellent
 Very good
 Good
 Fair
 Poor
QUESTION TYPES—WORD ASSOCIATION

What is the first word that comes to your mind

when you hear the following?
Airline ________________________
American _____________________
Travel ________________________
 SAMPLING PLAN
• Sampling unit: Who is to be surveyed?
• Sample size: How many people should be
surveyed?
• Sampling procedure: How should the
respondents be chosen?
• Types
• Probability (Simple, stratified, cluster)
• Non-Probability (convenience, Judgment, quota